India’s 94.3 Radio One is the exclusive radio content partner for Justin Bieber’s Purpose Tour concert in the country.

The concert is scheduled to be held in Mumbai on May 10.

Radio One runs international format station in Mumbai, Delhi and Bangalore – some of the most sought after cities by international artists coming to the country.

While many radio station companies were in the fray to ‘media partner’ the event, the organisers White Fox found the content and audience fit with Radio One most promising due to the natural manner in which the station decided to promote and build content around the same.

“Our decision to go international in the three largest radio markets catering to 25 million upscale educated listeners is perfect for international acts looking to reach an international music loving audience in India. The connect with Justin Bieber was automatic for us as our listeners and everyone in our team were ecstatic about the news of the same. The content involving our hosts and listeners singing his most famous songs from the Purpose album, or us building up his visit on our facebook pages to creating special playlists closer to the event are all a natural fit for us.  It was at an Enrique concert earlier on where a mass Hindi radio station merely ‘media partnered’ the event and a their ‘special’ listener chosen to greet Enrique, much to their embarrassment, did not even know a single song by the international artist.  International acts and their agencies have become wiser now and are looking for an association that goes beyond mere media value to magical content that can only be done with the right audience engagement partner,” said Vineet Singh Hukmani, MD and CEO Next Radio Ltd.